E-Power Online Marketing Roundup: The Week of January 15, 2016
This week’s Online Marketing Roundup features some exciting news and updates from Bing, Google and Facebook, so read on to learn more!
Where to Next? Google Maps will Tell You: Traveling via car just got easier with an update from Google Maps! With their Android app, users can now take a look at the route they’ll be traveling to check for drive times, delays, gas prices and more…all without entering a destination. If your location history is enabled, Google Maps will provide suggestions based on your location data, time of day and day of week when you open driving mode.
“Why join the masses in bumper-to-bumper chaos when your time could be spent doing something else? With quick access to traffic info, it's now easier to make the call.”
Breaking Down Facebook Messenger Usage: In last week’s Online Marketing Roundup, we looked at how far Messenger had come in 2015 and where Facebook sees it going in 2016. Earlier this week, GlobalWebIndex released stats on the top eight actions people are taking on Messenger. From video calls to voice recordings, it’s clear people are using the tool for much more than just sending Messages!
“While receiving a message from a brand or company features at the bottom of our list (15 percent), it underlines the future direction of Messenger. Having recently integrated Uber into its app, the service is following in the footsteps of WeChat in moving beyond a simple peer-to-peer messaging app to become a service-facilitating platform. It’s easy to see how, in the future, everyday activities such as shopping online, ordering food, making restaurant reservations and ordering taxis could all be done without leaving Facebook’s chat app.”
Display Advertising will Surpass Search Advertising in 2016: According to eMarketer, display ad spend consists of video, rich media, sponsorships, and a category called “banners and other”. This “banners and other” category includes Social advertising and native ads and is where the most money will be invested by display advertisers. This shift makes sense with the increase in popularity of online videos and smart phones, but it comes with its difficulties. Google has taken steps towards improving things like viewability in the Display Network, but there is still work to be done. In the mean time, knowing your target audience and executing a well planned display program will lead you in the right direction.
“But while it may seem to the casual observer that in-stream video, in-feed video and mobile are thriving effortlessly, those entrenched in digital display advertising know that growth in ad dollars can only come from painstaking investment in things like cross-device capabilities, programmatic advertising and continual efforts to address issues of ad viewability and fraud. The following trends are the ones that eMarketer believes most likely to affect digital display spending in 2016 and in the next few years to come.”
Enhancements to Bing Ads’ Keyword Planner Tool Gives Advertisers More Insights to Make Better Decisions: The updates include new competitive insights and benchmarking, customizable ad group and keyword bids, a new source for keyword suggestions, and the ability to adjust time ranges when viewing keyword volume. Advertisers can now use landing page URLs – or even competitors’ URLs – to view potential opportunities for missed key phrases as well as viewing how changes to maximum cost per click will affect traffic.
“We are thrilled to announce that we have enhanced the Keyword Planner tool, giving you even more insights that can help you make smarter connections to achieve more with Bing Ads.”
Bing Has a New Logo: According to Search Engine Land, the Microsoft company updated its logo by changing the color from yellow to green and capitalizing the “B”. The last time Bing updated its logo was in 2013.
“Bing is a successful standalone business and also a key component of many experiences inside and outside of Microsoft,” said the Microsoft representative, “We’re changing our look to complement our partners’ own brands and because teal looks great within experiences like Windows.”